Increased responsibility
Despite a lack of trust in the market, investors are not investing any less than before the downturn. The major difference is they are taking more responsibility for their portfolios.
Despite the economic downturn
The average total portfolio of the FT audience has increased to around £700,000.
Advertising
Successful investors actually appreciate informative financial advertising, seeing it as an extension of editorial:
69% find it informs them about available products.
63% find it alerts them to performance rates in the market.
62% find it triggers their thinking about personal finances.
Successful investors have spread their risk across a greater range of products
15 out of 19 products have shown increased ownership in the past 2 years.
Financial intermediaries
Over the last 2 years, investors' use of IFAs or other financial intermediaries has plummeted 38%.
Seeking knowledge on where to invest
The need for accurate, trustworthy information has risen, with an increase of 22% in using FT sources to obtain personal finance information.
Lack of trust
Due to the current economic climate, investors have less trust in the financial community. As a result, they take fewer risks and use intermediaries less.
Source: Personal Finance GIST 2010
The FT's impartial advice and trusted products are relied on for informed investment decisions - whether you want to reach brand new or experienced investors.
Editorial series in FT Money and Investors Chronicle
Work with editorial to create a print series running across FT Money and Investors Chronicle - such as the successful DIY Investing Series, designed to educate investors on how to manage their finances more cost-effectively.
Sponsorship of FT Money Gym
Sponsor an interactive workout on this free online learning programme, designed to help our high net worth and knowledgeable investors make the most of their money. Or build a bespoke workout to position your organisation as the thought leaders in the market, and gain valuable data-capture information from registered users.
Sponsorship of FT Money Show podcast
With over 15,000 downloads a week and topping the iTunes Financial chart, the 15 second pre-roll advertisement and ad creative on the podcast page provide great brand exposure.
FT Wealth magazine
Target an ultra high net worth audience in the FT's global magazine. It combines analysis of developments in the investment industry with key wealth issues such as philanthropy, inheritance, marriage and security. FT Wealth has its own section on FT.com which is also available for sponsorship.